The order is to scale ! Have you got your rope ready?

The order is to scale ! Have you got your rope ready?

How Careful Preparation and Strategic Approach Ensure Solid and Resilient Growth

In this article, we discuss the difference between rapid and sustainable growth, highlighting the importance of a careful and strategic approach. Using the metaphor of climbing, we show how meticulous preparation and safe techniques are essential for long-term business success. We will also explore the case of IKEA, exemplifying how the company adopted this strategy to achieve solid and resilient growth.


In a market increasingly saturated with jargon and empty phrases, one statement stands out, repeated tirelessly in lectures, meetings, and even casual conversations: “We start like this, then we scale!” This immediacy and anxiety have become the "new normal" among professionals and entrepreneurs dreaming of rapid and continuous growth. But is this really the only way to ensure success? Is this model truly applicable to the growth of a product or service? And more importantly, how sustainable is this strategy in the medium and long term?

In recent years, many professionals and entrepreneurs have been enamored with the idea of rapid and immediate growth. However, an alternative model has been gaining attention: slow but sustainable growth. This model values building a solid foundation before seeking rapid expansion, prioritizing quality, resilience, and social and environmental responsibility. Instead of chasing quick gains, companies that adopt this approach focus on creating lasting value for all stakeholders.

Have you ever climbed a mountain?

Climbing a mountain requires careful preparation, proper equipment, and safe techniques. Similarly, the sustainable growth of a business, product, or service requires a meticulous and strategic approach.

Proper Equipment: In climbing, sturdy boots, quality ropes, and safety gear are essential. For a company, this means investing in solid infrastructure, appropriate technology, and qualified human resources.

Planning and Preparation: Before climbing, it is vital to know the route and weather conditions, and to be physically prepared. In the business world, this translates to market research, strategic planning, and developing a robust business plan.

Techniques and Practices: Climbing techniques, such as using ice axes and crampons, ensure safety and progress. For a business, sustainable and efficient practices, like resource management and social responsibility, are crucial for healthy growth.

Safety and Resilience: Climbers must be ready to handle unforeseen events and dangers. Companies also need to be resilient, adapting to market changes and overcoming economic and environmental challenges.

Just as climbing a mountain is not a race, the sustainable growth of a business should be seen as an ongoing journey, where each step is carefully calculated to ensure safe and lasting progress.

IKEA

IKEA, founded in Sweden in 1943 by Ingvar Kamprad, exemplifies slow and lasting growth through controlled and meticulously planned expansion. The company consolidated its position in the European market before expanding globally, focusing on offering affordable and easy-to-assemble furniture. By investing in innovation and efficiency, IKEA kept its costs low and quality high while building strong customer loyalty with a unique shopping experience. This strategy allowed IKEA to become one of the largest furniture brands in the world without compromising its integrity or customer focus.

Given this, we need to rethink the use of this jargon and its applicability today. We should return to more efficient analysis techniques and focus on sustainable growth, ensuring that our companies can thrive in a healthy and lasting manner. True success lies in building a solid foundation and preparing for steady and resilient growth, rather than seeking shortcuts that could jeopardize the business's future.

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